Father Explains the 'Bums and the Bees' to His 45-Year-Old Son in CDC's Colorectal Cancer Spot

45 is the new 50 when it comes to colorectal cancer. As America emerges from the COVID-19 crisis, the country faces a health tsunami as people start to catch up on their health and a new campaign from the CDC and Ogilvy DC, 'Bums and the Bees', aims to put Colorectal Cancer screenings at the top of Gen X's health 'to-do' list. 

Even prior to the pandemic, screening rates were lowest among Generation X as compared to the older Boomer generation, where approximately only 21% of Gen-Xers ages 45-49 are up to date with CRC screening according to the American Cancer Society. It's projected that cases of Colorectal Cancer, a deadly but easy-to-prevent cancer, may increase 90% by 2030. 

'The Bums and the Bees' showcases an intimate, awkward talk between a father and his 45-year-old son about colorectal cancer screening. With a humorous approach reminiscent of the age-old sex talk, the CDC aims to shift CRC screenings away from being an unworthy medical task to an act of love for family — making screening the way to look out for the people you love.  

Patrick Clarke, chief creative officer for Ogilvy DC, said: “Public health work doesn’t have to be sad or scary and can actually deploy humour. This spot was a big step for both Ogilvy DC and our partners at the CDC. We started with a strategy that convincing a family member to get screened is not easy, but it’s an act of love. In that regard, it’s like the well-intentioned but awkward ‘birds and bees’ talk we all endured growing up. So we leaned into that dynamic to make this conversation something people might enjoy, and not be afraid of.”

Research has shown that family duty is a top motivator for influencing behavior among Gen Xers. “Family, friendship; honestly, those are the only things that are important,” a participant said in a qualitative interview conducted by Ogilvy.